In view of the ongoing brand warfare that persists in the global economy it is indeed an uphill task for a brand to ensure its survival amongst its competitors and maintain its brand value in the mind of the consumer. Imagine Adhesives without Elfy, Diaper without Pamper, Courier Services without TCS and Detergent without Surf etc. There is no argument that the image we have of these brands truly represents their iconic perception. The Brand Icons are those brands that have become the undisputed representative of their own categories in the mindset of the consumers in our society; so much so that when these categories are mentioned, the iconic brands instantly come to mind to almost every person.

The segment of Brands Icon of Pakistan is classified as the “Brands that have achieved the status of an icon of excellence and have given an identity to the categories they belong. It takes years of careful planning and exceptional brand management for a brand to become an icon. Branding is all about creating singular distinction, strategic awareness, and differentiation in the mind of the target market.

Brands that are selected for the honor of Brands Icon of Pakistan are those which not only have created an identity for themselves but also transcend their product or service category to become part of our everyday culture and consciousness as these brands enjoys the highest level of familiarity, awareness and consumer preference. By awarding these brands as ICONS we encourage and promote their brand management for their exceptional performance in the midst of several national and multinational brands.